Strategy: A brand is more than a logo. It is an impression that evokes emotion and inspires action when done correctly. Brand identities are formed by logos, style guides, visual identity systems, and the overall aesthetic, working together to create a strong, cohesive brand presence.
Implementation: From personal brands to corporate entities, a visual identity system is implemented to maintain brand consistency and power.
CTS Cement VIS Project
The Visual Identity System for CTS Cement Manufacturing Corporation required a unique approach due to its complex brand architecture. With three master brands (CTS, Rapid Set, and Komponent) that needed to function as sister brands, the strategy focused on creating a cohesive yet flexible system. The goal was to allow each brand its own identity while ensuring they all clearly belonged to the CTS Cement family.
I developed a comprehensive VIS that addressed the multi-brand challenge. Key components included:
- Distinct logos and visual elements for each master brand
- A unified color palette and typography system that tied the brands together
- Guidelines for brand usage in various contexts, preventing brand dilution
- Flexible templates accommodating different brand combinations
- Clear rules for maintaining brand hierarchy in multi-brand communications
The resulting VIS was successfully adopted by CTS Cement’s internal Marketing team, third-party agencies, and vendors. It provided a robust framework for maintaining brand consistency across all touchpoints while allowing each master brand to shine in its respective market segment.
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CTS Style Guide
